As part of efforts to promote Adjara’s tourism potential to international audiences, a team of Italian journalists visited Batumi and the wider Adjara region to produce an educational documentary about Georgia.
The project was led by Nova Lectio, one of Italy’s most popular educational and documentary media channels. The documentary introduced Italian viewers to the history, culture, traditions, and modern development of Adjara and Georgia as a whole.
Watch the full documentary here: https://www.youtube.com/watch?v=jF2K0M9y0V0&t=199s
The media visit was coordinated by tour manager Ana Abuashvili and journalist and media collaborator Mariam Pakatsoshvili, who assisted the Italian team throughout their journey across the region.
Discovering the Beauty of Batumi and Mountainous Adjara
During their visit, the Nova Lectio crew explored some of Adjara’s most remarkable destinations, including Batumi, Khulo, Shuakhevi, and Keda. The documentary showcased both the vibrant coastal city of Batumi and the breathtaking landscapes of mountainous Adjara.
“We spent several days in Adjara and were amazed by the hospitality of the Georgian people. We filmed the stunning mountain villages as well as the historical and tourist attractions of Batumi. The result was an impressive journey that would not have been possible without the warmth and support of the local people,” said Simone Guida, lead journalist at Nova Lectio.
The documentary featured authentic footage from mountain communities, highlighting local traditions, daily life, cultural diversity, and the region’s unique natural beauty.
Showcasing Georgia’s Cultural Diversity and Economic Development
In addition to tourism and cultural heritage, the documentary explored several important topics related to Georgia and Adjara, including:
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The political structure of Adjara
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The historical significance of the Port of Batumi
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International trade and economic development
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Local entrepreneurship and business growth
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Religious coexistence between Muslim and Orthodox Christian communities
“We interviewed local business owners, historians, and anthropologists to provide a deeper understanding of the region,” explained Mariam Pakatsoshvili. “Our Italian guests witnessed firsthand the peaceful coexistence of different religious communities in mountainous Adjara. We introduced them to authentic Georgian cuisine, local traditions, and the rich history of our country. The documentary offered an engaging and informative perspective on Georgia and helped showcase its strengths to an international audience.”
Promoting Adjara as a Leading Tourism Destination
The primary goal of the project was to strengthen Georgia’s visibility on the international tourism market and introduce new audiences to the diverse experiences available in Adjara.
“Adjara is one of Georgia’s most distinctive regions, known for its traditions, breathtaking landscapes, and welcoming people,” said tour manager Ana Abuashvili. “The region possesses enormous tourism potential. Over five days, Mariam and I hosted the Italian media team and presented every aspect of Adjara—from remote mountain villages and cultural heritage sites to Batumi’s modern tourism infrastructure and entertainment industry.”
She also expressed gratitude to local residents and interview participants whose support contributed significantly to the success of the project.
International Exposure for Georgia and Adjara
Nova Lectio reaches an audience of nearly 2 million viewers in Italy, including members of the Georgian diaspora. The documentary helped introduce millions of viewers to Georgia’s cultural heritage, tourism attractions, economic development, and unique traditions.
The completed documentary is available online and continues to promote Georgia as a destination for cultural, historical, and adventure travel.
Watch the Documentary
▶ Nova Lectio Documentary: Exploring Adjara, Batumi, and Georgia
https://www.youtube.com/watch?v=jF2K0M9y0V0&t=199s